When you create content or products and services, you’re doing it for your customers. As the bread and butter of your business, having customers is everything. They bring in revenue and when they’re a fan of your brand, they also spread awareness to their family and friends.

If you fail to provide your target market with the experience they want, you’ll quickly see your conversions drop. Did you know that 55 percent of online consumers tell friends and family about a negative experience they’ve had with a product or company? With so much competition readily available, they’ll be sure to move onto the next brand if you don’t cater to their needs and pique their interest.

To keep your customers happy, it’s important to create a customer satisfaction survey. You can use the feedback you receive to improve what’s lacking and provide a more positive, engaging experience for your audience.

That’s why it’s crucial to reach out and collect data with a customer satisfaction (CSAT) survey.

Getting started

Before you venture into creating questions for your survey, you need to figure out what you’re trying to accomplish with it. Without first setting goals in place, your questions will lack a clear direction and won’t get to the bottom of what you want to know.

Know what you want to achieve before crafting survey questions. What specifically do you want to know from your customers? Do you want to focus more on your products and services, user experience, etc.? Is there something more specific you want to know about what it’s like to do business with your brand? Keep this in mind before you create your survey so you know you’re asking questions that will lead to growth and conversions.

Here are nine questions you need to ask in your next survey to bring your online store to a new level of success.

Multiple-choice questions

Because people don’t want to write long, drawn-out answers for every question, it’s important to include various types. This ensures they won’t abandon your survey halfway through due to impatience or irritation. The higher your form completion rate is, the more useful data you can collect to improve your business operations.

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1. How easy was it for us to solve your problem?

  • Easy
  • Somewhat easy
  • Normal
  • Somewhat difficult
  • Difficult

2. Which of the following features are most important to you?

Depending on your products and services, the answers will vary from business to business. Take a look at the most prominent features of your products and add them to the list. As you continue to create new products, you’ll know features your customers can’t do without and which ones don’t do much for your success.

3. How likely are you to purchase with us again?

  • Extremely
  • Very likely
  • Somewhat likely
  • Not likely
  • Extremely unlikely

Numbered questions

Numbered questions tell you exactly where your customers stand in terms of their satisfaction. It’s difficult to misinterpret a number score, so depending on where you stand, it’ll be easy to determine what’s lacking and what you’re doing right.

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Regardless of what number scale you use, such as one through 10, make sure they’re consistent for every question. It makes it easier to answer most transparently if everything is on the same scale.

4. How likely are you to recommend our brand/products/services to a friend or family?

Once users choose an option, you can add a follow-up question asking why they feel that way. You can do this with all your numbered questions to gain further insight and improve your strategy.

5. How would you rate your overall experience with our products/brand?

Perhaps there were little things that bothered or sparked joy in your customers, but you won’t be able to gauge the overall experience from the little things. By directly asking what the umbrella experience is with your brand, you can determine how users feel browsing your website and interacting with your brand as a whole.

6. How likely are you to buy from us again?

You know where customers stand based on how they answer this question. If the experience was that poor, most will say they aren’t keen to do business with you again. However, a mostly positive experience will turn your results around.

Open-ended questions

Open-ended questions are crucial to pulling more information from your customers and learning more about their experience with your brand. Sometimes, multiple-choice and scaled questions aren’t enough to dig deeper into how consumers feel interacting with your business, so don’t forget to include them in your survey.

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7. How can we improve your experience with the company?

This directly asks your audience how your brand can improve and what you need to do to meet their needs. It’s essential if you want to take your business to the next level and truly cater to your target market.

8. What did you enjoy the most and least about doing business with us?

This question could open your eyes to issues you weren’t aware of before, which is why it’s a vital open-ended question to ask.

9. Is there any other feedback you’d like to add?

You don’t want to send customers a long, drawn-out survey you know they won’t complete. Instead, ask them at the end what other feedback they have for you that they couldn’t get to earlier.


Your customer satisfaction survey is incredibly important to your overall marketing strategies because it tells you exactly what your audience wants. It leaves little room for confusion and introduces you to new ideas and issues you can use to better your business. What questions will you ask on your next CSAT survey?

Read more: Are Customer Satisfaction Score (CSAT) Surveys Still Relevant?